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IT:U Master’s programs

As part of its campaign, the Interdisciplinary Transformation University (IT:U) in Linz was faced with the task of attracting qualified applicants for a completely new range of courses – at a time when the university was only just beginning to build its brand.

This involved not only promoting the master’s program itself, but also supporting the university’s own open day and participating in the BeSt education fair. The aim was to build reach across multiple touchpoints, provide targeted information to interested parties, and support them throughout the entire decision-making process.

The focus was therefore on creating sufficient visibility for the master’s program and the associated information offerings on the one hand, and generating concrete applications on the other.

Since the application form ran via LimeSurvey—an external tool—it was not technically possible to track completed applications directly. Instead, conversion tracking was carried out via the last button click on the website before users were redirected to LimeSurvey. The actual quality of the applications was then confirmed through manual communication between ITU staff and the candidates.

The campaign structure was therefore based on a strongly digitally driven, internationally oriented mix. Meta conversion campaigns, Google Search Ads, YouTube Ads, and programmatic reach & retargeting (UAP, HPAD & native ads) were used.